In early May, Shanghai was buzzing with energy. The flagship ME&CITY store on Huaihai Road, which had undergone a multi-month renovation, finally reopened with a fresh look and a renewed vision for the Huaihai shopping district. This transformation marked a new chapter for the brand as it repositions itself in the competitive retail landscape.
"Plans and processes are the foundation of success, while execution and flexibility are the keys to achieving it," said Zhou Chengjian, Chairman of Meibang Apparel. As the company navigates through challenges, it’s clear that adaptability is essential for long-term growth.
ME&CITY, a key part of Meibang's multi-brand strategy, faced some setbacks in 2009 and the first half of this year due to high costs and operational inefficiencies. In response, the company has revised its development strategy, focusing on improving current performance while delaying long-term investments. "We can't ignore today for the sake of tomorrow," Zhou emphasized, highlighting the need for balance between short-term gains and future goals.
Over the past three years, Meibang Apparel has taken a steady but unconventional path. From going public in 2008 during a global financial crisis to launching multiple brands, the company has shown resilience. However, the initial phase of ME&CITY’s expansion led to lower-than-expected results, with net profits dropping by 90% in the first quarter of this year.
Despite these challenges, Zhou remains optimistic. He described the past year as a learning experience, noting that the company is now working to refine its operations and improve efficiency. "We expect performance to improve after the fall and have a strong finish for the year," he said.
The brand’s journey from one to two major labels—Smith Barney and ME&CITY—has not been without difficulty. But according to Zhou, the process has helped the company better understand its market and customer base. ME&CITY is now expanding its product lines, including urban fashion, leisure, business wear, and children’s clothing, aiming to cater to a broader audience.
Zhou also highlighted the importance of strategic partnerships and brand visibility. Over the years, Meibang has leveraged celebrity endorsements to build brand awareness, starting with Aaron Kwok and later Jay Chou. With ME&CITY, the company has continued this trend by collaborating with international stars like Wentworth Miller and Orlando Bloom.
Looking ahead, the company is focused on refining its approach, enhancing customer service, and optimizing its supply chain through advanced systems like SAP AFS. "Retail needs to become more detailed and refined," Zhou explained. "Brands must reflect different lifestyles and meet specific consumer needs."
As Meibang Apparel continues to evolve, the emphasis is on sustainable growth, balancing immediate results with long-term vision. With strategic adjustments and a renewed focus on efficiency, the company aims to strengthen its position in the market and deliver consistent value to both customers and shareholders.
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